JTI Philippines names new GM

MANILA, Philippines — JTI Philippines recently announced the appointment of Guilherme Silva as the company’s new general manager, returning to the country where he was marketing director in 2011.

“I am excited to be back in the Philippines to lead a very dynamic market where JTI is now the country’s fastest growing tobacco company in terms of share of market. I look forward to seeing how we continue to grow our portfolio and business through product innovation and consumer-centric programs,” Silva said.

Silva held various leadership roles across other JTI markets – as head of JTI Cambodia in 2014, general manager of JTI Malaysia in 2016, marketing and sales vice president of the Western Europe Region in 2018 as well as general manager of the Iberia cluster of Spain, Portugal, Canary Islands, Andorra and Gibraltar since 2020.

Silva said JTI Philippines’ entry to the Reduced-Risk Products category with its heated tobacco product Ploom and nicotine pouches Nordic Spirit demonstrates the company’s commitment to expand its market presence and provide adult Filipino smokers with innovative and high-quality choices to satisfy their needs.

“Most of all, I am eager to work with the team again and experience why JTI Philippines has been recognized annually as Top Employer since 2022 and the first company in the country to earn EY’s Global Equality Standard certificate,” he added.

Silva succeeded John Freda, who is now general manager of the Iberia market cluster based in Madrid.

JTI thanked Freda for his contributions during his term in the Philippines, where the company achieved significant share of market growth under his leadership.

JTI in the Philippines is a global tobacco company with close to 40 branch offices across the country. It is the distributor of international brands Winston, Camel, Mevius, LD, and local brands Mighty and Marvels.

New to its Philippine portfolio is its smoke-free, vapor-free nicotine product, Nordic Spirit, which is a leading brand of nicotine pouches, and more recently its introduction of Ploom X Advanced, an innovative heated tobacco product that combines high-end technology with award-winning sleek and stylish design.